When it comes to creating a website, many business professionals focus all their attention on technology rather than content. All they care about is design, navigation, and color, not to mention cool software plug-ins, HTML, XML or Internet Service Providers. Some graphic designers and advertising people are intent on creating websites that look pretty, display hip designs and incorporate hot technology. As a result, they forget that great content is the most important aspect of any website.
In my professional opinion, the best and most effective websites focus primarily on interesting, educational and informative content. One marketing guru maintains that a great website is a combination of a few different online initiatives, including podcasts, news releases, blogs, and other online media. I couldn’t agree more with this statement. Therefore, your job is to put together a website that educates, entertains and informs your buyers. That is how you build credibility, position yourself as an expert and win trust.
Here is the deal, though. I am not suggesting that appearance and navigation are not so significant. Appropriate colors, design, fonts and logos will make your site more appealing. The right technologies will make it easier to navigate and update.
But one thing is for sure – what matters the most is the content, how that content is organized, and how it drives action from buyers. Strong, powerful content lies at the core of marketing and public relations success. A stylish design or the architecture will not transform your image and your business. It’s the content strategy that will make all the difference. It will enable you to attract more visitors to your site and establish long-term relationships with them.
Guess what? Even if they do not make a purchase right away, they will come back later for more information. You should learn as much as you can about your buyers, understand their needs, concerns and aspirations, and build content especially for them.
Concluding thoughts:
What you should do is come up with a critical mix of content, design and technology. Be authentic and let your personality shine through. Just remember, there is no absolute right or wrong way to create a website. Each business has a unique story to tell.
About the Author:
Angela Kambarian is a President of Essential Communications in Long Beach NY. She provides marketing consulting and writes results-driven marketing collateral materials for companies, organizations and entrepreneurs across the country. Visit her website at www.kambarian.com.
